The Influence of Price, Brand Image, and Lifestyle on Concert Ticket Purchase Decisions a Study on Dyandra Global Edutainment

Abstract

The objective of this study is to determine, examine, and analyze the influence of price, brand image, and lifestyle on concert ticket purchase decisions. This quantitative research utilizes both primary and secondary data, with a sample of 130 respondents who were customers or consumers of Dyandra Global Edutainment in 2023–2024. The sampling technique employed is purposive sampling. Data were collected through a questionnaire distributed via social media from October to November 2024 and analyzed using descriptive and inferential analysis techniques. This study utilized SmartPLS for data analysis. The findings indicate that price, brand image, and lifestyle significantly influence concert ticket purchase decisions. These results provide insights for readers and businesses in optimizing efficient marketing strategies to increase consumer purchases